Marketing technology to industry

Marketing technology to industry

What industry wants

14/09/10

Joaquim Llorente

Contents

Product innovation

Technology acquisition

Demand-pull

Technology-push

Learnings

Conclusion

Bibliography

2 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

3

Red oceans

They are all the industries in

existence today: the known

market space.

In the red oceans, industry

boundaries are defined and

accepted, and the competitive

rules of the game are known.

Here companies try to

outperform their rivals to grab a

greater share of product or

service demand. As the market space gets crowded, prospects

for profits and growth are

reduced. Products become

commodities or niche, and

cutthroat competition turns the

ocean bloody.

Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

Technology acquisitionProduct Innovation Learnings Conclusions

Blue oceans

They denote all the industries not

in existence today: the unknown

market space, untainted by

competition.

In blue oceans, demand is

created rather than fought over.

There is ample opportunity for

growth that is both profitable

and rapid. In blue oceans,

competition is irrelevant

because the rules of the game

are waiting to be set. Blue

ocean is an analogy to describe

the wider, deeper potential of

market space that is not yet

explored.



Purple cow

Today, the one sure way to fail is

to be boring. Your one chance

for success is to be remarkable.

We have now moved into an

era where markets are largely

satisfied, and that to be noticed

a product and its marketing

need to be remarkable to be

seen at all, let alone to sell.

The only way now to gain

attention in a market is to not

only market a product in a

remarkable manner, but also to

have a remarkable product to

market.



Survival of the sexiest

From a fitness perspective, this “psychodelic feather duster”

actually provides a competitive

disadvantage. He can’t run. He

can’t fly.

In order to understand his

appearance, we must consider

the female because, in nature

as in life and in business, it is

always the “customer” who

takes the ultimate decision (go –

no go).

With the tail, the peacock is

actually telling the female that

he is so incredibly fit, he can

afford to carry around this

awkward adornment and still be

alive and have a good life.





Innovation approach

Team dynamics – How technology is integrated in the process?

Solar energy and air-freshener category

(USER NEED)

there is a trend called “GREEN COOL”:

PeopLE want to show they are using

“green” Products.

What IF we use THE solar panels NOT ONLY

as aN ENERGY SOURCE, BUT ALSO AS A

DECORATion theme?

(BUSINESS INTEREST)

INDEED, WE could actually

increase the price as a

“premium” object!

AND sO, WE CAN ASSUME tHE

EXTRA COST versus A

battery OPERATED PRODUCT!

(technology PERSPECTIVE)

These are all THE solar panels

available in the market, Each ONE

PERFORMING DIFFERENTLY.

We can also consider last MIT

developmenTS with textiles and

paintS.



(USER NEED)

We should EXPLORE in which contexts WE

CAN TAKE ADVANTAGE FROM direct sun

effect…

WHAT IF WE STICK A DEVIce ON THE CAR

WINDOW? we MUST CHECK if that makeS

sense from a user perspective!

(BUSINESS INTEREST)

That Is excellent! WE CAN

USE THE SUN to increase non-

powered air- freshener

performance!

IF SO, WE CAN CREATE A NEW

CATEGORY IN THE MARKET!

(technology PERSPECTIVE)

I’m working IN THE “toilet care”

project with microencapsulation

solutions.

This technology can contain

fragrance as an active principle to be

broken by water or also by UV action…

Team dynamics – How technology is integrated in the process?

Solar energy and air-freshener category





Innovation funnel



GATE 3

Evaluation agreement

Technical evaluation reports

Commercial contracts

Stage 2OPPORTUNITY ASSESSMENT

technology protection

market assessment

manufacturing assessment

Stage 1 Technical assessment

plan and execute feasibility testing

develop action planFOR STAGE 2

deliverables

GATE 1

SELECTION OF PROVIDERS OF INTEREST

GATE 2

NON DISCLOSURE AGREEMENT

LETTER OF intent

Technology scouting report

IP search report



Our process

7 manufacturing plants

3 Design & Development facilities

1 Innovation Center

Headquarters

Hermosillo

Porto Alegre

Barcelona

Trento/Verona

GuwahatiShenzhen

Striama



Zobele Group



What we do

PRODUCT

INNOVATION

PRODUCT

DEVELOPMENT

MANUFACTURING

SUPPLY

ONE STOP

SHOP

+ =+15 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

Liquid Fogo

New under the Fogo brand is a

liquid electric repellent mosquito

refill, claimed to last for up to 45

nights. It is claimed to be

efficient even with the windows

open and the light on.

The operating indicator is based

on a termochromic material that

changes color when the device

is diffusing the incecticide.

By means of this indicator, it is

possible to know whether an

active substance diffuser device

by release of heat, is or is not in

operation without requiring any

electric component.

16


Demand Pull


Technology maturityDegree of development

and unit cost

Relevance for home

environmentsVariables that are

relevant at home.

•Light•Fragrance

•Odor•Color

•Humidity

• Temperature •Weight

• Solarradiation

•Movement

•CO2

• Smoke

•IR

• Barometer

•Mood

•Biometrics

•Magnetic

• Pollen•Dust

17


Demand Pull


Air Wick Nite Light

This air freshener is a scented

oil warmer. The discreet

frosted glass look blends in

with any decor and it is

adjustable to control the

fragrance intensity. The

product provides a soft glow

to the home plus long-lasting

fragrance.

It turns on automatically

when the room gets dark

and it turns off when the

room gets lighter. The pack

contains one warmer unit.

The fragrance is sold

separately.

18


Technology Push


19


Technology Push


20


Technology Push


Only technologies

matching the

market needs will

succeed

• Discover the

business drivers:

general needs or

problems of the

industry

• Other than selling,

provide solutions:

identify the client

“pain” and fix it!

21



Leave the

laboratory!

• Identify firms who

value your

offering

•Do not wait for

them

•Go out, and

show them your

value proposition

22



Technology

acquisition is a

syndicated decision

• Identify the right

“angel” inside the

company

• Clearly

communicate your

proposal

• Support your

“angel” with self-

explanatory

materials

23



Be specific!

Companies need

quantifiable data

•Cost

•Specifications

• Timing

24



Moving from 2D

to 3D changes

everything

• Prototype it

• Bring the proof of

concept

• Make your invention

alive… Don’t say it,

show it to me!

25



Unique Value Proposition

is the key message

A short statement of the

uniqueness of a product (or IP)

that sets it apart from all

others.

It consists of a good title and

the invention’s benefits.

• Specific to customer needs

• Contains value for the firm

• Provide a reason to buy

• Uses also common language

My technology is [a good title]

and it [describe the unique

feature], so that [describe the

benefit provided].

26

Product Innovation Learnings ConclusionsTechnology acquisition


Ideas for your elevator pitch

The hook

Start with a good appetizer

The need

Describe the target and their:

· problems, fears, drawbacks

· wishes, dreams, expectations

The approach

Describe how you solve the

statement above.

The benefits

Describe all the advantages of

your solution, including the UVP.

The competition

Compare it with the benchmark

and stress the difference.

27

Product Innovation Learnings ConclusionsTechnology acquisition


Bibliography

• Blue ocean strategy (W. Chan Kim,

R.Mauborgne)

• The purple cow (S.Godin)

• Karaoke capitalism (K. Nordström, J.

Ridderstrale)

• Change by design (T.Brown)

• Open innovation: The new imperative for

creating and profiting from

technology (Henry Chesbrough)

Webography

The NABC Methodology

Innovation through design thinking

Examples from Open Innovators

Procter & Gamble (Connect+Develop)

Reckitt Benckiser (Idea Link)


http://www.learnship.eu/media/2657/dk nabc.doc


http://mitworld.mit.edu/video/357


http://www.openinnovators.net/list-open-innovation-crowdsourcing-examples/

https://secure3.verticali.net/pg-connection-portal/ctx/noauth/PortalHome.do



http://www.rb.biz/site/RBID/Templates/Home.aspx?pageid=1

Thank you for your attention. [email protected]

Marketing technology to industry

Technology

solar energy

blue oceans

existence

good title

technology

market space

business interest

freshener